More marketers put content - and quality control - in the hands of AI
As AI takes the marketing wheel, big brands like Prudential and Opella are handing over more responsibilities to generative systems, from content creation to compliance checks. Prudential, for example, has “hired” a digital AI co-worker—trained to use behavioral and location data to generate hyper-personalized web pages for millions of users. They're also deploying AI photo booths that simulate a user's retirement future and experimenting with AI compliance agents to vet content in regulated industries. The goal? Scalable, customized experiences without getting buried under manual review.
Meanwhile, Opella, the company behind products like Dulcolax and Allegra, runs an “AI factory” that cranks out social posts and care planning materials at industrial speed. But unlike Prudential, they keep a close human eye on hallucinations. A regulatory advisor is embedded with every AI team to fact-check outputs, especially those related to medical guidance. Interestingly, Opella trusts the AI’s brand voice training so much that edits are kept to a minimum—because by the time someone says “make the logo bigger,” the system has already produced 100 more assets.
The push toward fully AI-generated campaigns isn’t without challenges. Puma, via S4’s Monks agency, tested a completely AI-created video—AI agents took on roles from scriptwriter to creative director. The result? A usable first draft, but one that still needed human polish.
Read more in Wall Street Journal.
